The term, “Vertical Market” is used to define categories of prospects, such as banks, hospitals, colleges, restaurants, construction, and so on. The thinking is, if you can learn to sell to one, you can merrily crusade to another and find a similar situation, offer a similar solution, and make a second sale. Then another. And another.
That’s how it works on paper, anyway.
But there’s a right way and a wrong way to sell to verticals. Here it is in short:
“It’s not about what they buy. It’s about why they buy it.”